Learning Outcomes
The course participants have knowledge of the principal concepts and key principles of the marketing of innovative products and services. They are able to recall strategies, methods and specific instruments that can ensure market-oriented innovation processes.
Graduates of the course are able to describe different types of innovation and are able to derive marketing implications. Furthermore, participants are able to describe how to select the appropriate target market, how to position the innovation relative to other solutions, how to communicate its benefits, set effective prices and select appropriate distribution channels, and how to develop solid relationships and alliances.